The AFL logo is the visual identity of the Australian Football League, the professional competition and governing body for Australian rules football. The league evolved from the Victorian Football League (VFL), which was renamed the AFL in 1990 as the competition expanded beyond Victoria to become a national league.
Design and History
The AFL’s first logo was adopted in 1990 when the Victorian Football League was renamed the Australian Football League. That initial emblem preserved the shield shape and some elements of the VFL logo that had been in use for 13 years prior.[1]
The current AFL logo was introduced in 2000, with a new look intended to coincide with the new millennium.[2] The redesign was undertaken in 1999 to give the insignia a more contemporary feel.[1]
According to the AFL’s official brand guidelines, the AFL brand comprises two elements: the elliptical shape and the AFL wordmark, which should always appear together.[3] The league owns all AFL logos and associated intellectual property.[4]
Meaning and Symbolism
The AFL brand guidelines describe the logo’s two core components as the elliptical shape and the AFL wordmark, but they do not document a specific symbolic meaning for the ellipse.[3] The current design displays the abbreviation “AFL” against the background of a red oval outlined in white and blue, with the letters in white with a blue outline.[1]
The AFL’s official corporate colours are AFL Blue (PMS 287) and AFL Red (PMS 485), as specified in the league’s brand guidelines.[3] An Australian trade mark registration for the AFL logo records the colours red, blue, grey, black and white as shown in the representation on the application.[5]
Typography and Design
The AFL brand guidelines specify that the brand consists of the elliptical shape and the AFL wordmark as two inseparable elements.[3] The wordmark displays the three letters “AFL” in white with a blue outline against the red oval background.[1]
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